Now introducing the brand’s new global citizens.

By Kaleigh Fasanella

Since its inception in 1996, Urban Decay has been a beauty brand that seeks to break down boundaries, be different, and challenge the status quo. A recent example of this mentality was when it started re-posting photos of people with “real skin” (i.e. texture, blemishes, and pores) on its Instagram last year in hopes of encouraging fans to embrace all the little “imperfections” that make them unique. Urban Decay’s latest project, a new campaign called Pretty Different, is an extension of this ethos, and further represents what the brand is all about: celebrating individuality and having pure, unapologetic fun with makeup.

The brand’s founding partner, Wende Zomnir, paints an even clearer picture of Pretty Different in a statement sent to Allure via email. “It’s our tribute to individuality because everyone is pretty different,” she says, adding, “It’s our approach to reinventing what it means to be a beauty brand.”

To help kick off the campaign and champion what it’s all about, Urban Decay tapped an iconic cast of spokespeople to be its “global citizens,” including Allure March digital cover star, Lizzo, Ezra Miller, Joey King, Karol G, and CL. The brand calls them “a collective of trailblazers who refuse to accept forced standards and instead champion uniqueness,” and it couldn’t be more on point. Together, the five of them also star in Urban Decay’s “Pretty Different” campaign video, which features a slightly eerie, futuristic vibe that serves as a nod to unattainable beauty standards and all the sameness we see on social media.

In addition to starring as the faces of the Pretty Different campaign, the aforementioned celebs will also front upcoming launches from Urban Decay throughout the rest of the year. As for what those launches are, exactly, we’ll just have to wait and see, but something tells us we’re in for a serious treat.